Dhurandhar The Revenge, produced by Jio Studios and B62 Studios, is achieving unbelievable numbers. What has come to its advantage is not just the historic hype and terrific word of mouth but also the ticket rates. The theatres were asked to sell tickets at Super Blockbuster rates. Hence, it was common to see several high-end multiplexes charging more than Rs. 1000. Even single screens sold tickets for insane prices. A section of the moviegoers waited for the extended weekend to get over, hoping that the ticket prices would come down. However, since the film is unstoppable, the rates are at par with the weekend pricing even on the weekdays.
We asked trade experts to comment on this aspect. Trade veteran Taran Adarsh reasoned, “Well, people are buying the ticket, aren’t they? It’s a huge contradiction. On one hand, it is said that the tickets should be affordable so that more people will watch the film. In the case of Dhurandhar The Revenge, the rates have been exorbitant. Yet, tickets are getting sold in no time.”
Satadeep Saha, CEO of SSR Cinemas Pvt Ltd, explained, “The rates indeed are very high. But the production house was very confident that their product was very good. And since the public is coming in hordes to watch the film, the business is strong and hence, they don’t feel the need to reduce rates.”
Distributor and exhibitor Raj Bansal stated, “The high prices have pinched all sections of the society. A friend, who is used to watching films in Insignia, asked for 12 tickets in the recliner theatre. When he was told that the total price is Rs. 21,000, he was shocked. At first, he thought that it included the price of food and beverages. When he was told that the said price didn’t include any snacks and only included the ticket rate (since each ticket was priced at Rs. 1750), he immediately decided to cancel the plan of watching the film in Insignia.”
He added, “They are encashing on the tremendous demand, which is fine. They had the advantage of the long festival weekend. There will be a drop on Monday due to it being a working day but it’ll be considered passable.”
Actor-producer Viveck Vaswani minced no words as he said, “I think it is akin to misbehaving with the public. In a country where cinema is the only form of entertainment for many people, you can’t have a situation where you inflate the ticket rates so much because you know people are going to come anyway. What is the common man supposed to do in such a situation? With all due respect, the makers just wanted to bring in as much money as possible within a short span of time. While doing so, they have also encouraged piracy on a very high level. People will be downloading and watching the film on torrent websites.”
He continued, “When the distributors, exhibitors and producers only think about their numbers and not about the repercussions on the common man, then we have a problem. Today, I hear claims that cinemas are running with 80-90% occupancy for Dhurandhar. But the cinemas are catering only to 3% of the population. What about the rest of the 97%? They should also have an opportunity. Hence, the situation is quite distasteful.”
He suggested, “The ticket rates should be reduced for children, senior citizens and the disabled, like it is done abroad. To balance that, rates can be increased by 10% on the weekend. That’s when maximum people go to cinemas and so it’s a good time to cash in. But charging a bomb every day of the week is not justified. It’s a pity.”
Viveck further stated, “In the olden days, watching a film meant enjoying three hours of air-conditioning! Today, a ticket costs a minimum of Rs. 300; so, if four people go for a film, it’ll cost Rs. 1200. Even if they don’t eat anything, they are still spending a bomb on the ticket. So, instead of spending Rs. 1200 on a movie, they can go to an air-conditioned bar and order 5 beers! They get peanuts for free and could also enjoy the cricket match on the big screen, which is common today in many bars. So, are industry stakeholders not understanding the damage that we are causing?”
More Pages: Dhurandhar The Revenge Box Office Collection , Dhurandhar The Revenge Movie Review
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